Think about huge global brands for a minute – like Disney or Nike. They have branding down pat. When I think about Disney, the first things that come to mind are: Mickey Mouse, princesses, castles, fantasy, stories and fun. I could go on – and I am sure you could, too! Wouldn’t it be awesome if your target market could do the same thing for your company?
Don’t think for a minute that being a small business means that you can’t have a strong brand. Below is a checklist of the 7 elements that make a good brand:
1. Logo
A lot of people think of a brand as a logo – but Disney is much more than Mickey Mouse’s ears, and Nike is much more than a swoosh. Keep your logo simple, bold, and tied to what you do – and use it everywhere so people will associate your logo with your company.
2. Value proposition
Make sure that what you do and how you do it is clear and simple and speaks to the value you bring to your clients. How do you benefit your clients? Why do they like you? This is the core of your messaging – use it everywhere. Nike does this in an interesting way; on their Facebook page, they simply say, “If you have a body, you are an athlete.”
3. Target market
All of your messaging and graphics should resonate with your target market. Disney’s target market is kids and families – and it is so obvious on their website, from the colors they use to what they say.
4. Consistency
Branding and marketing are so tied together – one informs the other – and one thing they absolutely have in common is the need for consistency. Actively use your logo and value proposition everywhere, from your website to your stationery to your social media network, just like Disney and Nike.
5. Blog name
Instead of naming your blog for your company, brand it based on what you are writing about and what expertise you share. This tactic doesn’t just strengthen your brand, but also ensures that when someone is conducting a search on the topic you write about, they’ll find your blog. One of Disney’s blogs is called What’s Hap-PIN-ing, which is the official Disney Pin Trading blog.
6. Personality
Unless you and your employees are robots, you have a personality – and your personality should come through in all of your messaging and graphics. By letting your personality and sense of humor come through, you’ll create a stronger connection with your audience, and a strong connection means a stronger brand. Disney’s personality is fun and upbeat, while Nike’s is serious and focused.
7. Emotion
If you do all of the elements above, your brand should evoke a positive emotion – or several. Again, that further strengthens your brand and connection to your target market. If you go back to my Disney example, one thing I said about them is they’re fun.
Are there any elements of your brand that you are particularly proud of – and that have resonated with your target market? Share your insights below!
Image courtesy of dawngregg.com
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